QUESTIONNAIRE

DESIGN
THEORETICAL PRINCIPLES
OF QUESTIONNAIRE DESIGN

Questionnaire -  is a research instrument consisting of a

series of questions and other prompts for the purpose of
gathering information from respondents.
Questionnaire Design -  refers to the design (text, order,
and conditions for skipping) of the questions used to
obtain the data needed for the survey.
FOUR THEORETICAL
COMPONENTS OF A
QUESTIONNAIRE

Hypothese
Words Questions Format
s
WORDS
The most obvious component is words. The
researcher must carefully consider which
words to use in creating the questions and
scales for collecting raw data from
respondents
QUESTIONS
Two important issues relating to question
phrasing that have a direct impact on survey
designs are (1) the type of question format
(unstructured or structured) and (2) the quality
of the question (good or bad)
QUESTIONS
Unstructured questions Structured questions
Open-ended questions Closed-ended questions
formatted to allow that require the respondent to choose
respondents to reply in from a predetermined set of
their own words responses or scale
points

Bad questions Good questions

Any questions that prevent The opposite to bad questions
or distort the fundamental communication
between the researcher
and the respondents
QUESTIONS
Incomprehensible to the respondent
because the wording, the concept, or
both can not be understood. An example
would be: “What is your attitude about
the linkage between the 2002 war on the
terrorists of al-Quaida in Afghanistan
and the Democrats
decrying of sexual McCarthyism
toward improving the environment in
Arizona?”
Leading in that the respondent is forced or
directed into a response that
she or he would not ordinarily give if all
the facts of the situation were provided.
An example of this would be: “Do you
believe that Democrats who loved William
Jefferson Clinton agreed he did a good job
as president of the United States?”
Unanswerable
either because the respondent does not
have access to the information
needed or because none of the answer
choices apply to the respondent. An
example
would be: “What was your parents’
exact annual income two years ago?”
Double-barreled in that they ask the
respondent to address more than one issue
at a time. An example would be: “To what
extent do you agree or disagree that
Monica Lewinsky and Representative
Henry Hyde, R-Ill., were responsible for
the impeachment vote against President
Clinton?”
QUESTIONNAIRE
FORMAT
The integrated layout of sets of questions or scale
measurements into a systematic instrument. The
questionnaire’s format should allow for clear
communication.
HYPOTHESIS

A formalized statement of a testable

relationship between two or more
constructs or variables.
DESCRIPTION VERSUS
PREDICTION
A descriptive design allows the
researcher to collect raw data
that can be turned into facts
about a person or object.
A predictive questionnaires force
the researcher to collect a wider
range of state-of-mind and state-
of-intention data that can be
used in predicting changes in
attitudes and behaviors as well
as in testing hypotheses.
ACCURACY VERSUS
PRECISION
Accuracy refers to the degree to
which the data provide the
researcher with a description of
the true state of affairs.
In contrast, precision in
questionnaire designs focuses on
the reproducibility of the results
over repeated usages.
THE FLOWERPOT
APPROACH
This scientific approach involves a series of activities that have a
logical, hierarchical order. The flowerpot notion is symbolically
derived from the natural shape associated with a clay pot used for
planting and growing flowers. The shape is wide at the top and
tapered (or narrower) at the bottom—symbolizing a natural flow of
data from general to specific.
THE FLOWERPOT
APPROACH
According to the flowerpot concept, in a good questionnaire design,
the data will flow from a general information level, down to a more
specific information level, and end with identification data. A
questionnaire should begin with an introductory section that gives the
respondent a basic idea of the main topic of the research. This section
should also include general instructions for filling out the survey. The
introduction’s appearance will vary with the desired data collection
method.
THE ROLE OF A COVER
LETTER
Cover letter A separate written communication to a prospective
respondent designed to enhance that person’s willingness to complete
and return the survey in a timely manner.
The main role of the cover letter should be that of winning over the
respondent’s cooperation and willingness to participate in the
research project. In other words, the cover letter should help
persuade a prospective respondent either to fill out the questionnaire
and return it in a timely fashion or to participate in the current
interview.
DEVELOPING OF COVER
LETTER
Factor 1. Personalization
The cover letter should be addressed to the particular person who was
randomly selected as a prospective respondent.
Factor 2. Identification of the Organization Doing the Study
Clear identification of the name of the research firm conducting the
survey or interview; decide on disguised or undisguised approach of
revealing the actual client (or sponsor) of the study
DEVELOPING OF COVER
LETTER
Factor 3. Clear Statement of the Study’s Purpose and
Importance
Describe the general topic of the research and emphasize its
importance to the prospective purpose and importance respondent.
Factor 4. Anonymity and Confidentiality
Give assurances that the prospective respondent’s name will not be
revealed. Explain how the respondent was chosen, and stress that his
or her meaningful input is important to the study’s success.
DEVELOPING OF COVER
LETTER
Factor 5. Time Frame
Communicate the overall time frame of the survey or interview. It
should state the actual completion time requirements and any
compensation that might be offered.
Factor 6. Reinforcement of the Importance of the Respondent’s
Participation
Where appropriate, communicate the importance of prospective
respondents’ participation.
DEVELOPING OF COVER
LETTER
Factor 7. Acknowledgment of Reasons for Not Participating in
the Study
Point out “lack of leisure time,” “surveys classified as junk mail,” and
“forgetting about survey” reasons for not participating, and defuse
them.
Factor 8. Time Requirements and Compensation
Clearly communicate the approximate time required to complete the
survey; discuss incentive compensations program, if any.
Factor 9. Completion Date and Where and How to Return the
Survey
Communicate to the prospective respondent all instructions for
returning the completed how to return the survey questionnaire.
Factor 10. Advance thank-you statement for willingness to
participate
Thank the prospective respondent for his or her cooperation.
SUPPLEMENT DOCUMENTS
ASSOCIATED WITH SURVEY
INSTRUMENT DESIGNS
Supervisor Instructions
A form that serves as a blueprint for training people on how to
execute the interviewing process in a standardized fashion; it outlines
the process by which to conduct a study that uses personal and
telephone interviewers
SUPPLEMENT DOCUMENTS
ASSOCIATED WITH SURVEY
INSTRUMENT DESIGNS
Interviewer Instructions
The vehicle for training the interviewer on how to select prospective
respondents, screen them for eligibility, and conduct the actual
interview.
SUPPLEMENT DOCUMENTS
ASSOCIATED WITH SURVEY
INSTRUMENT DESIGNS
Screening forms
A set of preliminary questions that are used to determine the eligibility
of a prospective respondent for inclusion in the survey.
SUPPLEMENT DOCUMENTS
ASSOCIATED WITH SURVEY
INSTRUMENT DESIGNS
Quota Sheets
A simple tracking form that enhances the interviewer’s ability to
collect raw data from the right type of respondents; the form helps
ensure that representation standards are met.
SUPPLEMENT DOCUMENTS
ASSOCIATED WITH SURVEY
INSTRUMENT DESIGNS
Rating Cards
Cards used in personal interviews that represent a reproduction of the
set of actual scale points and descriptions used to respond to a specific
question/setup in the survey. These cards serve as a tool to help the
interviewer and respondent speed up the data collection process.
SUPPLEMENT DOCUMENTS
ASSOCIATED WITH SURVEY
INSTRUMENT DESIGNS
Call Record Sheets
A recording document that gathers basic summary information about
an interviewer’s performance efficiency (e.g., number of attempts,
number of completed interviews, length of time of interview)
Thank you for your
attention!!!